"Sex has no age limit. Neither does protection"

So, we've started to segment our target group. We're still finalizing the details, but we're interested in addressing the needs for HIV prevention and screening in older women. Of course, by "older", I don't necessarily mean old- I just mean adult women, maybe single, maybe kids, husbands, ex-husbands...grandkids. Or not. But say, 30+ maybe. (And yeah, we're going to have to find a new adjective here unless we increase our age limits, because I'm personally treading dangerously close to the "old" line by this definition- and I am just not comfortable with that.) Anecdotally, we all had stories of women in this age group who have contracted or were at risk for contracting HIV (often because they weren't aware of their susceptibility), and heterosexual women are becoming one of the fastest increasing HIV+ subsets of certain populations (more on this later). In Brazil, a great new campaign slogan is "Sex has no age limit. Neither does protection", and I really like that concept. We're still debating whether to go with working to increase HIV screenings or to promote condom use; each is important and I hope we'll be able to incorporate both.

In terms of communication, one of the things we'd noticed was the general lack of condom advertisement and marketing to groups other than hot 20-somethings (I'm sure you've seen some of those). Here's one of my favorites with not such an obvious narrow audience, but still not our target necessarily... (ok really, I just think it's cute and wanted to share)

From here on out, I'll post existing messages that get closer to what we'd like to see happening, as well as our suggestions. We're thinking of ways to make condom use more "normal" and expected for our target population, and figuring out what sort of marketing topics and images are relevant to them.

As an example, here's a cute-but-not-cutesy eye-catching packaging idea as noted by condomunity.com (a fun site in itself!), and here's an article from a couple years ago that discusses some other marketing issues.